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SUMMARY

What happens when tech stalwart IBM enters enemy territory? To win over developers completely infatuated with its competitors? A dance party, surprisingly. IBM partnered with cultural phenomenon Daybreaker to enhance a morning rave in San Francisco with Watson technology. From the dance floor to the décor to the food, Watson personalized the rave for each attending developer. We won developers’ hearts and minds by demo-ing the technology (not just talking about it), leading to a lift in developer business leads and a sold-out event.